The Attention Economy: AI, Search, and the Future of Measurement | Duane Forrester

In this episode, host Gianluca Fiorelli sits down with a true pioneer of the search industry – Duane Forrester.

From shaping Bing Webmaster Tools to navigating the cutting edge of AI-driven search, Duane brings a wealth of insight to the table. Now COO at LynxPulse, founder of UnboundAnswers, and a seasoned advisor, he shares his unique perspective on how search is evolving—and what that means for SEOs, marketers, and businesses.

This is the 14th episode of the series: Watch on YouTube

Here's what you'll learn in this episode:

• (00:07) Meet Our Guest: Duane Forrester
• (02:50) Duane's Reflections on Early Reactions to OpenAI and Generative AI
• (05:22) Concerns About the SEO Industry’s Readiness for AI-Driven Change
• (07:42) Metrics Duane Would Now Build for Bing Webmaster
• (10:20) The Real Value of First-Party Data
• (13:14) Rethinking Metrics in an AI Search Era
• (18:00) How the Young Generation Finds What They Need, Beyond "Googling"
• (25:58) Redefining Our Profession: From SEO to Information Retrieval Specialists
• (32:35) The Central Role of Monosemanticity and Attention Mechanisms in AI Search
• (35:15) The Two Audiences Approach: Human and AI
• (40:20) Anticipating Upcoming Changes to Google’s Interface
• (45:04) The Coming Evolution of Advertising - Smart Glasses and Eye Tracking
• (49:51) Rapid-Fire Personal Questions with Duane

Where to find Duane Forrester:
LinkedIn | X (Twitter) | Website

Where to find Gianluca Fiorelli:
LinkedIn | X (Twitter) | Bluesky | Website

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